Video Trends 2025

With a new year comes a fresh wave of forecasts – the trends we’ll be talking about, the fashions we’ll be wearing – and the same applies to the world of video. Fortunately for us at Senate Media, video remains front and centre, continuing to be one of the most powerful ways for organisations to connect with their audiences in 2025. But with an overwhelming number of blogs and reports out there, keeping up takes time. So, we’ve done the legwork for you. From Business Insider to HubSpot and the Wall Street Journal, we’ve sifted through the insights and distilled them into one essential guide…

Here are the key trends shaping video content this year:

Short-Form Video: Clarity in a Crowded Space

Short-form video continues to dominate, providing organisations with a direct and effective way to engage busy audiences. According to HubSpot’s 2025 State of Marketing Report, short-form video is the most successful format for both awareness and engagement. In fact 2020 Visual Media say that the first three seconds are the most important when drawing viewers into your narrative. Whether it’s a 30-second policy explainer, a dynamic research summary, or a compelling campaign teaser, brevity is key.

The challenge? Condensing complex ideas without oversimplifying them. Strong scriptwriting, well-placed text on-screen, and sharp editing are essential.

Social Responsibility and Values-Driven Content

The most effective videos are not just informative but values-driven. According to Sprout Social, 93% of UK audiences prefer genuine connections over fleeting trends. This means that videos that reflect an organisation’s purpose – whether through highlighting sustainability efforts, social impact, or ethical commitments – are more likely to build trust.

Stronger Emotional Connections: Vivid Characters and Relatable Narratives

Audiences are far more likely to engage with a message when it feels human – a trend that’s shaping how organisations communicate in 2025. One of the most effective ways to achieve this is through vivid characters and relatable storytelling. This could mean:

Buisness Insider suggest using an identifiable spokesperson, such as an industry expert or frontline worker, to make abstract issues feel tangible.

Developing simple but distinctive animated characters to represent key stakeholders in a policy or service.

Framing a message around personal impact rather than abstract statistics – people remember stories far more than numbers.

Organisations looking to influence decision-makers should consider storytelling techniques that move beyond dry facts and instead create an emotional connection.

Personalised Language and Tailored Messaging

The Wall Street Journal highlights the fact that one-size-fits-all messaging is becoming less effective. Decision-makers expect content that feels relevant to their specific interests and needs. In 2025, we’re seeing a shift towards more targeted video content, where organisations adapt their language and framing depending on the audience.

This could look like:

Creating multiple versions of the same core video, tailored for different sectors or regions.

Using direct address – “Here’s what this means for local councils” or “For those working in healthcare, this is key.”

Designing explainer videos that adjust their focus depending on where the audience is in their engagement journey – awareness, action, or advocacy.

Text on Screen: Catering to Silent Viewers

Webfx points out that a lot of people watch videos in public spaces or in between tasks – waiting in line, sitting on the bus, or even while eating. They can’t always listen to a video with sound, especially if they’re in a loud place with no headphones. With so much content consumed on the move, well-placed text on screen, clear subtitles, and on-brand motion graphics ensure key messages land even when watched on mute.

This is especially valuable for:

Advocacy campaigns that need to be accessible across multiple platforms.

Internal communications where clarity is essential.

Research-heavy content where key findings can be reinforced visually.

Audiences in 2025 expect sincerity. The best video content feels meaningful, not just strategic.